Legal content writing mistakes can kill a website. Writing content for a law firm’s website is uniquely challenging. Consumers typically visit legal sites to read reviews and get quick answers to their questions.
However, the law is highly complex. There are rarely short and sweet answers to legal questions. On the other hand, if the content is too complicated for prospective clients, they may move on to the next site.
Below are the 5 biggest legal content mistakes our writers have noticed and how to address them. At Blue Seven Content, we have years of experience adding, revising, and updating content. Our team of legal writers takes pride in creating high-quality, informative content optimized for search engines.
1. Writing Content for Lawyers, Not Prospective Clients
After years of prepping and drafting documents, litigating in court, and negotiating with opposing counsel, legal jargon can become ingrained in your mind. Every industry has unique terminology that can sound foreign to those outside your field. When creating content for your law firm, it is important to remember your audience.
Prospective clients are viewing your website on their mobile device, skimming through information, and usually engaging in another activity. According to a recent study on smartphone multitasking:
- 76% of adults use their phones while watching television
- 63% use their phones while doing another activity at work
- 40% admit to reading the news on their phone while watching TV
Your content is competing with TV shows, work, and other distractions. If a prospective client has trouble finding the information they need or cannot understand the content, they will likely bounce off your site.
Depending on your target market, successful and engaging content is typically written at an 8th or 10th grade reading level. Keep the language simple. Metaphors and analogies are excellent tools to simplify and convey complex legal doctrines.
2. Failing to Write for Current Search Engine Optimization Standards
Search engine optimization (SEO) is constantly evolving, and most attorneys aren’t SEO experts. In the early days of Google, pages could be packed with keywords and achieve commendable search engine rankings. However, through the years, SEO has become increasingly more sophisticated.
Now, pages that are overstuffed with keywords are punished and drop significantly down Google’s ranking system. Conversely, informative and well-written content is rewarded with higher rankings.
Keywords are still critical for search engines. However, key terms and phrases must blend seamlessly into a page that is brimming with valuable and relevant information.
Google’s latest algorithm favors content that is:
- Well-researched with reliable data and statistics
- Informative with credible external links
- Clearly composed with directly answered questions (e.g., consider Google snippet)
- Well-written (i.e., no grammar or spelling mistakes)
- Considers the user’s intent (i.e., what was the user’s search goal, and is your content relevant?)
High-quality pages that offer current and valuable information in an engaging way are valued most. If you are unsure if your content meets SEO standards, conduct a webpage audit. Check the number of visitors to each page and the traffic conversion rate. If your pages lack traffic, revising and updating your content can dramatically increase your SEO rankings.
3. Including Weak or Poor Quality Content
When legal firms rush to launch a website or are unable to devote the time needed to produce quality pages, content can be over-generalized and lack value. Weak pages may be characterized by:
- Thin content with duplicate or sparsely written information
- Poorly structured pages that make it difficult for consumers to read
- Failing to update existing pages that are outdated or irrelevant
- Publishing content with grammatical and spelling errors
One of the most overlooked legal content mistakes is poor quality writing. Quality content is written differently than a great novel. While a book seeks to engage the reader and provoke emotion, quality website content is informative and drives traffic and leads. Filling a website with weak or thin content will only push your website down in search engine rankings.
4. Failing to State Why Prospects Should Hire Your Firm
The legal services market is highly competitive. Suppose your website is full of high-quality content and regularly reaches the first page of Google in local searches. Your firm still must compete against all the other legal practices at the top.
Firms need to stand out from the legal services crowd. Failing to showcase your firm’s unique selling points (USPs) is a huge missed opportunity and detrimental to your traffic conversion rate.
Consider what makes your legal practice different from similar firms in your area:
- Do you offer boutique-style service?
- Has your legal firm been in practice for decades?
- Is your firm a family practice?
- What awards and recognitions has your legal practice earned?
- Are any of your attorneys certified in their respective fields?
- Are members of your legal team permitted to practice in federal court?
Take the time to highlight your distinctive qualities. Ensure you have a strong call-to-action (CTA) that encourages prospective clients to call for a consultation.
5. Failing to Include Testimonials
Testimonials are paramount to an effective marketing strategy. Once you have successfully crafted quality content, reached the top of Google search, and told prospects why they should hire your firm, you need to be able to back up your claims.
Consumers frequently look to google for service reviews. Unfortunately, happy people rarely feel motivated to write reviews. On the other hand, unhappy people tend to use reviews as an outlet for their frustration.
Including genuine testimonials from clients can mean the difference between a prospect calling to set up a consultation or leaving your site in search of reviews. Once a visitor leaves your site, the opportunity to convert them into a client diminishes exponentially.
Why Work with Blue Seven Content to Prevent Legal Content Mistakes?
Your website is an extension of your practice. While content should reflect your firm’s uniqueness, its purpose is to turn prospects into clients. The writers of Blue Seven Content excel at translating your firm’s vision into content that:
- Is optimized for current SEO trends
- Captures and keeps the attention of the reader
- Is well-researched and informative
We take the time to listen and understand your goals and needs. Contact our exceptional legal content team for a consultation today by clicking here or calling (843) 580-3158.
Written By Morgan Sprinkle – Legal Content Writer